88. Think about the needs of the consumer. “Think how the core needs of employees and their families are answered first, and keep in mind that people may not understand their needs as well as we do.” — Benefits Selling columnist Marty Traynor

90. Educate clients and employers about the new rules about flexible savings accounts announced late in 2013.

91. Stick to your brand. If it ain’t broke, don’t fix it. There are fundamental reasons that people buy your brand. They know it and like it. Kellogg’s has sold its Corn Flakes cereal since 1906, and the recipe hasn’t changed. If you think about corn flakes, you think Kellogg’s. When you think you can make more money by changing what works, you risk not only losing your identity, but also your customers and your money. — Mark Roberts, manager of national accounts at Careington International, Dallas92. Make an effort to meet face-to-face with clients.